Following the era of black-and-white TV, color TV and digital TV, in the critical period of the display industry's transition to the fourth generation display technology, relying on favorable policies and core technological advantages such as image quality, large screen and eye protection, laser tv has embarked on a new road of rapid development of the new display industry led by domestic enterprises.
In this competition of TV industry, LCD TV has been dominant in the past 20 years, and Japanese brands such as Hitachi and Panasonic are all the rage in China market. In the global TV industry at this stage, the position of China's home appliance enterprises has been very embarrassing. Qiao Yueshan, deputy director of the Electronic Information Department of the Ministry of Industry and Information Technology, once said in a public speech: "In the CRT era, our China brand can only produce the whole machine, and we don't master the core technology. Therefore, there is only a price war year after year, and it is struggling on the verge of loss year after year. "
The appearance of laser tv can also be regarded as an important turning point in the TV industry, and it is a rare opportunity to get rid of the "bondage" for China enterprises that have been deeply controlled by display technology and industry in Japan and South Korea for many years. Xu Zuyan, an academician of China Academy of Engineering, said in an interview with the media a few days ago that China's laser technology and industry have entered the international leading ranks, and the conditions for independent and controllable development of key materials, components, technologies, complete machines and patents have been met.
Relying on industry, laser tv market is growing rapidly. According to the data of Aowei Cloud, the compound growth rate of laser tv from 20 15 to 2020 is as high as 2 13.8%, surpassing all TV categories. In 2020, laser tv's sales increased by 64.5% year-on-year. In the first quarter of this year, the overall sales volume increased by 55. 1% year-on-year, making it the fastest growing "new species" in the TV field.
If we must draw an "evolutionary map" for this "new species", then its most obvious feature is that it has achieved the dominance of domestic mainstream home appliance enterprises.
Hisense entered the company in 2007. After seven years of technical research, it achieved a breakthrough from 0 to 1 in 20 14, and launched the world's first self-developed 100 inch ultra-short focal laser tv.
In the first half of 20 14, the average size of LCD TV in the world was about 38 inches, and the laser display was 100 inch as soon as it appeared, which impacted the whole market at that time. In the following five years, Hisense laser tv gradually established its position in the high-end market of big screen from 100 inch to 300 inch to 75 inch, from 2K to 4K, and from monochrome to bicolor to tricolor. Until the last two years, with the breakthrough of LCD panel technology and the decline of price, large-screen products began to spread.
In the field of R&D in laser tv, Hisense has always adhered to the independent route, which has driven many domestic scientific and technological enterprises to invest in this track and promoted the transformation of China display industry from industry follower to leader.
According to the White Paper on Industry in laser tv, China published in 2020, the number of laser display patent applications in Chinese mainland has exceeded overseas, which definitely leads the development of global laser display industry. Since 20 17, Hisense laser tv has accelerated its entry into key markets such as the United States, Australia, South Africa, Dubai and France. In the first quarter of this year, Hisense's overseas sales in laser tv increased by 9 times year-on-year. Behind China enterprises catching up with overseas brands, it is inseparable from the constant conquest and innovation of technology by China enterprises such as Hisense and Changhong.
In just a few years, laser tv has developed from a product to an industry. Since it is an industry, it means that its popularity is accelerating. The continuous improvement of laser tv's industrial chain provides many possibilities for price reduction. Looking back, we will find that compared with traditional TV, laser tv's unique characteristics are the reason why more and more consumers favor the latter.
First of all, the screen price ratio of large-screen laser tv is higher; Traditional 70-inch and 80-inch flat-panel TVs are already the limits of the consumer market. The larger the screen, the higher the hardware cost. Laser tv's technical principle determines that its advantage lies in its large screen, which will bring better visual experience. In the early years, Wang Sicong bought a 100 inch TV at a price of nearly 500,000 yuan, which caused heated discussion in the society. The screen of traditional LCD TV is bigger every inch, and the cost will be higher. In contrast, laser tv's screen price ratio is more acceptable to ordinary users.
Secondly, laser tv's eye protection advantage and color gamut are wider; Compared with the direct "luminescence" of liquid crystal panel, from the imaging principle, the laser display adopts reflective imaging mode, and the light received by human eyes is very soft, so it is not easy for eyes to get tired after watching for a long time. Moreover, the brightness of laser tv is moderate, ranging from 300 to 400 nits, which is located in the linear region of human visual perception. At the beginning of the year, the People's Daily Health Client issued the "Suggestions on Safe and Healthy Eyes for Students during Holidays", suggesting that students should try their best to choose large-screen electronic devices when studying, and ultra-short focus laser tv ranks first among the recommended devices.
More importantly, laser tv is not too rich in picture presentation. Academician Xu Zuyan thinks that laser display has three characteristics: high brightness, good directivity and good monochromaticity. It goes to the visual resolution limit of human eyes, and realizes the reproduction of high-fidelity video images with ultra-high definition, large color gamut and a large number of colors. It is the only display technology that fully conforms to the international standard BT.2020 for ultra-high definition display.
Finally, the domestic laser tv industrial chain has been continuously improved; At present, upstream parts manufacturing, midstream machine manufacturers and downstream retail channels are constantly improving. Compared with traditional TV, the price is limited by the cost of major accessories controlled by overseas giants. With the rapid growth of laser tv, more and more industrial chain resources are entering, and the global industrial chain is accelerating to upgrade, which will greatly reduce the cost of laser tv.
As the saying goes, "Where are the consumers, where are the enterprises?" With the exponential fission of the number of laser tv entering the living room, global technology giants including Samsung, Sony, LG, Changhong and Konka have joined the laser tv industry.
It is precisely because of the impact of laser tv in the field of big screen that LCD TV is forced to keep moving forward in the field of big screen. According to incomplete statistics, the average size of color TV sets increases by 2 inches every year. Therefore, many manufacturers began to enter the field of laser tv, and also saw the comprehensive advantages of laser display technology under the trend of large screen.
Today, laser tv appears in the public eye as a dark horse. Undoubtedly, its amazing growth rate also shows its unlimited potential to the outside world.
The unique product characteristics and the improvement of people's consumption level make laser tv's prospects more and more broad, and make laser tv a "star product". Fame is accompanied by doubt. Besides the "bombs" thrown by "Friends", consumers also hold different views on laser tv.
Recently, a question about whether # laser tv is the trend of home appliances in the future is being evaluated by netizens in many dimensions, and the pros and cons of laser tv currency are also discussed. From smart phones, new energy vehicles to driverless cars, new technologies and new technologies will always cause controversy. On the positive side, it also means that consumers with a wider base will have a deeper understanding of laser tv.
Positive evaluation thinks that laser tv will define the final answer of TV industry; Counting the meritorious history of the home appliance industry, it took China enterprises 28 years to become the number one PC in the world; It took China enterprises 23 years to become the first refrigerator in the world. It took China enterprises 15 years to become the first air conditioner in the world. It took 14 years for China enterprises to become the first enterprise in laser tv. In the history of global display industry development, this is also a beautiful "lane change overtaking" for China enterprises.
In the long history of the TV industry for a hundred years, the big screen and the bigger screen have also become the core issue of the technical dispute between enterprises. Some experts in the industry pointed out that "it is difficult for LCD or OLED TV with glass substrate to make a size breakthrough in 90+ inches and obtain economy. Laser tv, on the other hand, is naturally dominated by 100+ inches, covering 75 inches downward. It can be said that in terms of display size, laser tv has reached the stage of "taking the class of flat panel technology such as LCD". In the future, the mainstream consumption area of color TV sets will increase by more than 55% in 10, and the mainstream consumption will start from 75 inches. It is the general trend to align the middle and high end with 100 inch.
Peng Xiandong, general manager of GFK China Household Appliances Co., Ltd. believes that "this year, the layout of manufacturers in the color TV market is obviously inclined to 75-inch and above products, and laser tv has become the focus of new product development of manufacturers 202 1. Its offline market has increased by 45%, exceeding the growth rate of organic light-emitting diode TVs. "
As mentioned earlier, the progress of new technologies in laser tv, such as large screen, tricolor pure laser, bionic imaging, eye protection, low carbon and low energy consumption, curly TV and 8K technology, is becoming the core force to push laser tv to the C position in the color TV market, and also makes laser tv a well-deserved incremental leader.
On the other hand, the negative evaluation thinks that the popularization of laser tv is a barrier; The voice of opposition believes that although the laser market has increased substantially, it will take time to achieve popularization. Compared with the full-price echelon of LCD TV from several hundred yuan, several thousand yuan to ten thousand yuan, the starting price of most laser tv is above ten thousand yuan. At present, the increase mainly comes from the high-end market with big screen, but if we want to enter the mid-range volume era, the cost brought by technological innovation needs to be reduced.
This kind of thinking is actually not new. In the early years, Tesla also entered from luxury models. With the accumulation of word-of-mouth in the high-end market, it gradually sinks to the mid-end market. It is rumored that the company is about to launch a model within 200,000, which almost caused an earthquake in the industry. Will laser tv take this route in the future? Looking at it now, the possibility is extremely high.
Looking back on the development of Hisense laser tv, we will find that the context is very clear. After dominating the big-screen high-end market, after technological breakthroughs and "dilution" of hardware costs, the price/performance ratio will change year by year.
In any industry, pain is inevitable in the process of alternating old and new. In the great wave of the fourth generation display technology revolution, whether it is the case that TCL business denigrates Hisense or the question about laser tv, it can be regarded as an episode in the alternation of the old and the new.
As Bill Gates said, "People always overestimate the first five years of new technologies, but underestimate the last five years." Laser tv is also using practical actions to prove that the next five years may be even more exciting.